CMA Expands Partnership With C2C: Country To Country Festival As Country Music’s Global Momentum Continues

THE COUNTRY MUSIC ASSOCIATION EXPANDS PARTNERSHIP WITH C2C: COUNTRY TO COUNTRY FESTIVAL
AS COUNTRY MUSIC’S GLOBAL MOMENTUM CONTINUES

CMA Hosts Inaugural International Summit in London Strengthening Connections
Across the U.S., U.K. and Europe

Sold-Out Songwriters Series in London and CMA Spotlight Stage Across
London, Glasgow, Berlin and Rotterdam Amplify Genre’s Growth

The Country Music Association, the leading trade organization representing the Country Music industry, returned to the U.K. to support this year’s C2C: Country to Country festival, reaffirming CMA’s ongoing commitment to expanding and elevating Country Music worldwide. Through strategic international initiatives and partnerships, CMA remains dedicated to amplifying the genre’s visibility, deepening fan and industry engagement and driving lasting global impact.

“C2C continues to be a highlight of our year,” says Sarah Trahern, CMA Chief Executive Officer. “From an unforgettable Songwriters Series to the excitement around the CMA Spotlight Stage in London and Glasgow and for the first time, Berlin and Rotterdam, this week was a powerful reminder of how deeply Country Music connects with fans around the world. It was also incredibly meaningful to host our first International Summit in London and bring together our partners across the U.K. and Europe to reflect on the continued growth we’re seeing throughout the region. The passion from fans and partners reminds us why this genre continues to thrive, and we’re excited to build on that progress.”

CMA launched its inaugural International Summit on Wednesday, March 11, kicking off the weekend’s festivities at Soho Works in London. The invite-only gathering marked a strategic milestone in CMA’s long-term commitment to strengthening ties between the U.S., U.K. and European markets while supporting international career development for members across all sectors of the industry. More than 140 industry members attended, representing a dynamic mix of established executives and emerging leaders and creating an environment of active engagement and discussion throughout the day.

Programming featured a keynote panel moderated by Mark Sutherland (Host, “The Money Trench – The Music Industry Podcast”), with speakers including Scott Borchetta (Founder/Chairman, Big Machine Records and Nashville Harbor Records & Entertainment), Rachel Davies (Commissioning Editor, BBC Popular Music Television), Jim King (CEO, AEG Presents U.K. and European Festivals), and Trahern. The day also included a CMA Task Force panel moderated by Alex Hannaby (Head of U.K., SVP International, HYBE Label Service), alongside breakout sessions that facilitated focused discussion and cross-market collaboration among decision-makers shaping touring, media, distribution and audience development across Europe. CMA also presented a collection of data focused on Country consumption in the U.K. and Europe, providing attendees with practical insights and resources to grow and adapt in an evolving industry.

Key findings included:

• Sustained Market Growth: Since 2020, Country Music consumption in the U.K. has grown 181%, reflecting steady expansion and increasing audience demand across the market.
• Rising Market Share: Over the same period, Country’s share of the overall U.K. music market has doubled, from 1% in 2020 to 2% in 2025, making it the fifth-largest genre in the market.
• Consistent Genre Momentum: Country ranked as the fastest-growing genre in the U.K. for three consecutive years (2023–2025) among main genres with at least 1% market share.

“As Country Music continues its incredible international growth, the CMA continues to be front and center in its outreach and effectiveness in bringing together best in class partners to expand globally,” says Borchetta.

“The BBC has been supporting Country Music for decades, and it’s been a joy to see the appetite for the genre grow exponentially in recent years,” says Davies. “It’s also been wonderful to reflect this growth in our TV commissioning. Over the last year alone, we broadcast ‘Grand Ole Opry: Live in London’ on BBC Two, we streamed the CMA Awards live, marking the moment with a dedicated Country Music channel on BBC iPlayer, featuring a night of classic Country-related programming that has been broadcast on the BBC over the years. Other highlights included our BBC Two factual entertainment series, ‘Rob Brydon’s Honky Tonk Road Trip,’ our broadcast of the CMA Fest and more. Country artists were also spotlighted on returning series such has ‘Later… with Jools Holland’ and Radio 2’s ‘Piano Room,’ which we show in vision on BBC iPlayer. It’s really important to us that we continue to collaborate with colleagues across the BBC, and with the wider industry, so that we can continue to play our part in celebrating international and homegrown Country artists for years to come.”

“The CMA Summit in London was an outstanding opportunity for connection, collaboration and genuine momentum for Country Music across the U.K. and Europe,” says King. “Having so many leaders, promoters and partners together with such shared purpose made the conversations both energizing and productive. The coordination and partnership investment that CMA brings to the genre is unique, and it remains a key driver of Country Music’s continued growth internationally. We’re excited about the opportunities ahead and proud to support CMA’s work in strengthening the genre’s development across global markets.”

As part of its continued presence at C2C, CMA also presented its flagship CMA Songwriters Series on Thursday, March 12 at indigo at The O2. The sold-out evening brought together Ashley Cooke, Emily Ann Roberts, Keith Urban and Kristian Bush for a stripped-back showcase of songs and storytelling. Hosted by Urban, the round highlighted the craft of songwriting as well as the personal narratives behind each track, offering audiences a rare, behind-the-scenes look at each artist’s creative process.

Additionally, CMA returned for a second year as sponsor of the festival’s Spotlight Stage in London and Glasgow, while expanding the partnership to Berlin and Rotterdam for the first time. Across the four locations, CMA supported artists including Crowe Boys, Dylan Schneider, Elizabeth Nichols, Emily Ann Roberts, The Jack Wharff Band, Jade Eagleson, John Morgan, Julia Cole, Liam St. John, Mae Estes, McCoy Moore, Noah Rinker, Solon Holt and Tyce Delk, reinforcing CMA’s ongoing commitment to championing emerging artists across global stages and international markets.

About the Country Music Association

Founded in 1958, the Country Music Association is the first trade organization formed to promote a type of music. The organization serves as an educational and professional resource for the industry and advances the growth of Country Music worldwide. This is accomplished through CMA’s core initiatives: the CMA Awards, which annually recognize outstanding achievement in the industry; CMA Fest, which benefits music education through the CMA Foundation and is taped for a television special, “CMA Fest”; and “CMA Country Christmas.” CMA’s television properties are screened internationally in Australia, Austria, Brazil, Canada, Germany, Gibraltar, Mexico, New Zealand, Norway, Sweden, Switzerland and the U.K.. CMA members are located around the globe. Through task forces represented in Australia, Canada, Germany, The Netherlands, New Zealand, Norway, Sweden and the U.K., industry leaders work to further Country Music in these territories. CMA presents six annual international industry awards to acknowledge the efforts of individuals working to develop Country Music in markets across the world.